Singapore SingTel F1 Grand Prix Night Race launch

The staging of a major media and trade event at the Singapore Heritage Restaurant, Sydney to showcase Singapore’s after dark attractions including: new restaurant precincts (Clarke Quay, Rochester Park, Dempsey Rd); bars and night clubs (Ministry of Sound, St James Power Station); attractions (Singapore’s Night Zoo); and Singapore’s inaugural F1 night race. The event was attended by 60 A-list Australian travel and travel trade media, whom were treated to live sets by Singapore’s Ministry of Sound Head DJ.

A Teaser Campaign targeting key media, including the staggered distribution of items themed as ‘things that come out at night’ including: an owl; a collection of stars; and evening primrose seeds - all leading up to the final reveal of a mini F1 racing car and media release promoting the world’s first ever F1 night race.

Development and placement of Singapore ‘after dark’ lift out guides in national titles including Vacations & Travel, Australian Gourmet Traveller and The West Australian newspaper.

Viewer promotion with Channel 10 (official broadcasters of the F1), giving viewers the chance to win a trip to Singapore and experience the inaugural race. The competition was promoted across station via 223 x 30 sec second promo spots (written and produced by AWA). Over 9,000 entries were received.

Over AU$2.5 million (AVE) worth of media coverage was generated and visitor arrivals ex-Australia spiked during the month of September (during which the inaugural F1 night race and broader F1 Festival was staged).